This study examines the gender effect on consumer attitudes toward payment methods of online shopping. One of the main goals of this study is to close the gap left by previous studies' failure to address critical factors that may affect consumer online shopping behavior. The empirical analysis of this study relies upon data from 526 valid Chinese consumer questionnaire responses. Although the empirical results reveal that both male and female consumers demonstrate a high concern about the importance of Cash on Delivery (COD) and perceived risks when shopping online, female consumers pay more attention to these two factors than their male counterparts. Female consumers express low confidence about using online payment methods compared to male consumers. In addition, it was found that when female consumers recognized the existence of perceived risks, their online shopping intention was lower than male consumers. The results may direct marketing managers of online retailers to establish integrated long-term market strategies to promote online shopping for female consumers.
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